Apple has used a variety of advertising campaigns to promote its iPod portable digital media player. Campaigns include television commercials, print ads, posters in public places and advertising campaigns. These advertising techniques are unified by a distinctive and consistent style that differs from other Apple ads.
The very first advertisement for the first iPod (only compatible with Macs) featured a man in his room who was heading to his digital music collection on his Apple iBook. He drags his music on his iPod, closes his laptop and plugs in the headphones. He hits the game and the music increases its volume. He dances then jumps into the room and then puts on his jacket by sliding the iPod in the pocket. He dances at the door and leaves the room. The song used was “Take California” by the Propellerheads, which became the mark of all the following commercials. One of the problems, noted Ken Segall, artistic director of Apple’s advertising agency, was the use of what he called a “real person.” Steve Jobs, he said, avoided using people in his ads because it was difficult to find a player who would please everyone. Another problem was that “it was a bit uncomfortable to watch, and on the web, some people started to call it iCloud advertising … it was a young man who was trying to be cool, and who did it. ‘a pitiful way’.
Susan Alinsangan, artistic director of Chiat / Day, conceived the design of the iPod silhouette commercials in 2003, with the help of Lee Clow, director of Chiat / Day, and James Vincent, former DJ and musician. She worked on the print campaign with Rocket Studio artist Casey Leveque of Santa Monica. The silhouette advertising campaign featured dark silhouettes on brightly colored backgrounds. They usually danced and, in television commercials, supported by energetic and rhythmic music. The silhouetted dancers were holding iPods while listening to them with the headphones provided by Apple. IPods and earphones appeared in white to stand out against the colorful background and black silhouettes. Apple has changed the style of these commercials often according to the theme or genre of the song. “There was a hook that was really captivating and did not try to impress us with the freshness of a particular person, but it did what Apple does best: create an iconic image that immediately to communicate Apple and iPod. “At first, however, Steve Jobs did not like the Silhouette campaign when it was presented to him. It was not certain that the silhouettes would work because they did not show the product in detail and they did not explain what the iPods were doing. The advertising designers fought to convince Steve and the editor James Vincent suggested adding the slogan “1000 songs in your pocket” to solve the problem. Steve Jobs decided to go with. He will later say that it was his idea to push for the most iconic commercials. This change in strategy has been a success for the company. Previous ads for Apple computers typically featured a high-quality photograph of the product on a white background with a short line of label. In these advertisements, the focus was entirely on the product and its know-how. With the creation of the Silhouette campaign, however, attention shifted to convincing consumers to buy the device asking them to “buy the emotion”. Everything about the commercials was energetic – the vibrant colors of tropical colors like lime green, yellow, fuchsia, bright blue and pink, the energetic and dancing music of rock, pop and hip hop, and the simple slogans. The whiteness of the iPod and the headphones against the black of the silhouette and the bright backgrounds helped launch the iPod in the status of icon. The white headphones have also become an icon for the iPod itself. The ubiquitous nature of the ad campaign allowed everyone to be exposed to advertisements.
The original television commercials and posters featured full black silhouettes against a bright, solid color, which usually changed every time the camera angle changed. Some television commercials also represent highlights on the silhouettes using dark shades of the background color, and shadows on the floor. Since then, various advertisements in the campaign have again changed the format: